How to get email addresses from web traffic — Adam Robinson // GetEmails

Today we're going to discuss the strategy, practice, and legality of collecting emails from web traffic. Joining us is Adam Robinson, the Founder of GetEmails, which is the world's first ever email-based retargeting software. In part 1 of our conversation, we are going to discuss how to get email addresses from your web traffic.
About the speaker

Adam Robinson

GetEmails

 - GetEmails

Adam is a Founder of GetEmails, which is the world's first ever email-based retargeting software.

Show Notes

Quotes

  • “People want to own their traffic and it’s exactly what you said, Ben. There are several problems with these retargeting ads. One is, you can’t pull them out of the social platforms, so you don’t own the audience. The second is, you have to refresh it every 90 days and pay for the same person. So, the need to own your audience is real.” -Adam “I think email is a powerful channel because you own the traffic and it is so reliable. Second, the ISPs made it that the experience of the email is not bad for the user, and people are in their email, so it’s just an effective medium.” -Adam“I think that what you’re getting at is, the ubiquity. Everybody has an email address so if you can find who the person is and you have their email address, you have the ability to communicate with them.” -Ben “There’s two sides of it. One is the identification piece which you can do in a few different ways. The other side is the database piece. We have to it differently in a couple of years because cookies are being phased out but right now it is a cookie-based ID system and we’re part of a cookie network, they have deals with email marketing companies where they have a pixel in all of the customer newsletters that go out, let’s say on Mailchimp.” -Adam“Then when somebody receives a Mailchimp newsletter, if they open it and click on it, a cookie gets put in their browser that has an email address on it that’s been encrypted in an MD5. It’s an encryption language where it is a unique identifier but it’s unidentifiable by a human being. You can’t decode it.” -Adam“What kills the deliverability in the email world is dead emails that are spam traps. That’s it.” -Adam“They are selling that data brokers with that de-identified hash and the data brokers are selling it to Procter & Gamble. There’s just a whole infrastructure of de-identified behavioral data that is used for targeted advertising without PII (Personal Identifiable Information).” -Adam“MD5 is an encryption standard so essentially you’re getting these encrypted emails. So GetEmails essentially takes this encrypted email address and de-crypts it to say, now I have the real email address.” -Ben “We launched this product in November I was fully expecting engagement to be like half of what an opt-in list was. Shockingly, these email lists were so recent and so targeted that the engagement in most cases is actually higher than people’s opt-in list.” -Adam“The use cases you can send very targeted and engaged email to people who are on your website and they don’t complain, they don’t unsubscribe, they just open the email addresses, they click through, they engage just as well as an opt-in subscriber would. They don’t buy as quickly we foundbut everything else is the same as an opt-in list.” -Adam“So first off, the performance of these emails, your theory is because they are so new, it’s relevant and they’re all verified to be recent activity is relatively high. So essentially what happens is, even though someone didn’t say, yes I want to get an email from you, you’re cold-emailing me, you’re basically replacing the dead emails with live ones so the rates end up being relatively the same if you were actually doing warm email list that’s going to collect it.” -Ben “Our two target audiences right now are e-commerce and bloggers and publishers. For e-commerce, what we are telling people to do is just copy your standard three-part welcome series in Klaviyo or whatever it is, change the subject line of the first one to thanks for stopping by but leave the offer or coupon in there for your standard welcome series and leave the rest of it the same as it used to be.” -Adam“We have real-time data population. You can send an email 30 minutes after someone was on your website saying, thanks for coming on the site. Put something in there like your best evergreen content to come back to your site because that’s all you are trying to do with these emails. Re-engage these people and give them a reasonto become more active on your website.” -Adam“A couple of things to talk about here. One, we have only seen complaint problems from people who don’t set up a welcome series and wait and sent to these contacts in newsletter format well after they gatherthem. So, the narrative I have in my head is that re-targeting is so ubiquitous that it’s no longer an infuriating event to send somebody on email who you remember being on their website.” -Ada“Todd who manages my content production is talking about having this tens of thousands of audience and we don’t really know who they are, we don’t have access and we have this sponsorship model which creates revenue for this business but we want to be able to de-risk the sponsorship model by owning the relationship with our end consumers to be able to provide value to them and try to build a community which would be monetizable.” -Ben“We were thinking about where we start here and Todd dropped the line that, ‘the access to an email address is worth a dollar a month. So essentially, you can monetize an email address on average, one dollar per email address per month so 12 dollars per user.” -Ben “The quick answer is, that email is 12 bucks a year, it is opt-in, we’re selling you an email that’s starting a quarter and just go down from there and that’s for their whole life. It will last longer than a year.” -Adam “If you are just selling your reach, it’s an unbelievable value proposition because these are real eyeballs that engage. If you don’t need to convert them quickly like advertisers just want to get in front of your audience and they just want eyeballs from their advertisements, this is a tool that will give you phenomenal ROI for that reason.” -Adam

About the speaker

Adam Robinson

GetEmails

 - GetEmails

Adam is a Founder of GetEmails, which is the world's first ever email-based retargeting software.

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